| Title | STAND INS |
| Brand | NATIONAL AUSTRALIA BANK |
| Product / Service | NATIONAL AUSTRALIA BANK |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Entrant Company | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Advertising Agency | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Simon Lamplough/Belinda Danks-Woodley/Kate Joiner | Clemenger Bbdo Melbourne | Account Management Team |
| Ben Nash/Sharon Adams | Clemenger Bbdo Melbourne | Agency Producer - Print |
| Sevda Cemo | Clemenger Bbdo Melbourne | Agency Producer - Tv |
| Russel Fox | Clemenger Bbdo Melbourne | Art Director |
| Ben Keenan | Clemenger Bbdo Melbourne | Copywriter |
| Tom Martin/Darren Pitt | Clemenger Bbdo Melbourne | Creative Director/S |
| Julian Schreiber/Rohan Lancaster | Clemenger Bbdo Melbourne | Creative Director/S |
| Ant Keogh | Clemenger Bbdo Melbourne | Executive Creative Director |
| James Mcgrath | Clemenger Bbdo Melbourne | Creative Chairman |
Consumer awareness of the Flybuys Rewards offer was unprecedented as the video of the outdoor campaign went viral, reaching over a million viewers and counting. The campaign target was exceeded by with 11% with 11,780 incremental new credit card accounts openings. As a result the cost of acquiring customers decreased by 10% from a target of $275 to $248. It proved once again that Australians are an honest lot, and deserve a credit card that rewards them for it.
Using a crack team of actors, hidden photographers, digital retouchers combined with digital shopperlite screens, posters, banners and cakes, we managed to create an instantly evolving outdoor campaign that immediately rewarded and celebrated people's simple acts of honesty to the public. To do this we built a custom digital advertising system that allowed us to photograph honest shoppers in the act, quickly retouch them into ads, put their name on newspaper headlines?and even a cake all in under two minutes. So as they walked through shopping mall they were surprised to see themselves being heralded as an honest hero, with each execution growing in scale. The film of how we executed the experience was then put online and used to promote the credit card offer.
AFL Grand final day is Australia's biggest sporting event. It is Australia's Super Bowl. As one of the many sponsors of the event, it's easy to be overlooked. Especially if you're a bank (with no obvious sport connection, like for example, a shoe brand). We needed our sponsorship to not only stand out from the crowd, but represent NAB's values as a fair bank to potential and existing customers. So we did the one thing no other sponsor would. We decided not to attend. Instead we used the two things NAB had plenty of - corporate sponsor tickets and bankers in a unique way. We decided to use them to champion all those AFL fans who couldn't attend to the big game, because of other commitments. The plan was to use this campaign to hijack the media attention of all the other more major and obvious sponsors on game day